What happens if the pervasive chemicals in the everyday products we buy and use are the reason that we generally feel below par so much of the time? It could cause a backlash by consumers who increasingly regard their well-being as important to them. The thought comes both because of the wave of stories about product recalls from Chinese factories, and the recent House of Lords Select Committee report which said that allergies were reaching “epidemic proportions” – without their experts seeming to have much consensus as to why.